As noted by TechCrunch, Apple's increased market share in the country is a result of how it sells its iPhone there. As there are not yet any Apple stores in India, the only retail outlets people can buy iPhones at are through third-party retailers in the country. Apple has started working with several of these small retailers to help them distribute the iPhone as well as helping them craft amortized payment plans that lets consumers defray the upfront cost of the device. Another significant factor to Apple's Q4 India numbers is the fact that it launched the iTunes store in the country in December.